Mars builds the "anticipation bubble" for M&M's in Super Bowl

01/13/2013 | Advertising Age (tiered subscription model)

Marketers for candy company Mars say that the M&M's brand will go against the prevailing trend of releasing Super Bowl spots early for buzz, and instead will stick with the old model of building an "anticipation bubble" for seeing the spot for the first time during the game. The BBDO ad will emphasize the quality of the chocolate with the tagline "Better with M," but won't introduce a new character as last year's spot did with Ms. Brown. "We are continuing with what we call our surprise-and-delight approach," says Roy Benin, chief consumer officer at Mars.

View Full Article in:

Advertising Age (tiered subscription model)

Published in Briefs:

SmartBrief Job Listings for Media

Job Title Company Location
Full(ish) Stack Engineer (PHP)
Advertising Age
New York, NY
Senior Sales Manager
OnProcess Technology
Ad Operations Manager, The Atlantic
Atlantic Media
Washington, DC
Affiliate Solutions Consultant
Santa Barbara, CA
Associate Director of Ad Operations
Opera Mediaworks
New York, NY